Mobie appoints Orange Tree for media sales

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | September 20, 2012
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Orange Tree deals in alternate forms of advertising and has signed a multi-year partnership with the infotainment service provider to sell media space and create engagement content for brands.

Orange Tree has partnered with digital in-travel infotainment and media service provider Mobie Infotainment for exclusive media selling rights for North and East regions in India.

Orange Tree deals in alternate forms of advertising and the multi-year deal with the infotainment service provider will allow it to sell media space and create engagement content for brands.

For the record, Mobie installs interactive touch screen devices in radio cabs, long haul coaches, rental cars, airlines and railways. These devices are 3G and GPS-enabled and offer a wide range of infotainment options including movies, music, TV shows, news, traffic updates, maps and locators.

Orange Tree will focus on various advertising tools like video spots, interactive banner ads, apps, advergames, feedback forms and micro-site integrations. These interactions may also be coupled with sampling activities for the products through the driver.

Nirmallya Roy Chowdhury

The agency was co-created by Nupur Kohli and Daninder Kaur. The outfit is a member company of the Radicle Strategy Group founded by Nirmallya Roy Chowdhury.

"The possibilities are endless and with the Indian market now opening up to such a unique advertising medium, we required top-notch professionals who we could partner with and together take this medium to the next level. In team Orange Tree, we found the right mix of experience, understanding and the belief in the potential of the medium," says Rohit Paranjpe, CEO, Mobie Infotainment.

Roy Chowdhury of Radicle Group is excited about the possibilities and reiterates, "In our due diligence, we found that this medium scores over most for its interactivity, engagement and incredibly long dwell time or exposure time, which is any advertiser's delight."

Mobie is currently live in and around Mumbai with TABcab. An aggressive nationwide roll-out is in the pipeline with services slated to begin in Delhi, Hyderabad, Chennai and Bengaluru within the next six months.

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